Home Latest articles How iconic brands have stood the test of time. Brand Activation Management. June 8 min read Written by Papirfly. Don't have time to read this now? Save for later. What is an iconic brand? In fact, in some cases they have proven the catalysts for changes in society's values. The most well-known brands have a clear, consistent and identifiable image, one that fits the character of the company and is instantly recognisable with people across the globe.
The most famous brands tell a compelling story about who they are and what they represent, adapting this foundation to the environment they currently find themselves in. IBM With a legacy stretching back to the s, IBM as we know it formed in February , and entered a sustained period of growth boosted by the post-WW1 boom period in America and its global expansion. How do iconic brands stay relevant? Look for new opportunities First of all, consider the changes affecting people and what opportunities they present.
Provide people with an alternative A recession will cause consumers to make tough choices about what's necessary for their lifestyles. Keep your promises and values At times of crisis, it is more important than ever that brands live up to their core values if they want to retain the trust of their audience — something that's hard to achieve but easy to lose.
Stay consistent with your messaging Consistency is crucial to any of the best brands in the world, and at the heart of how they stay iconic. Support those that are struggling Finally, brands should focus on how they can specifically support people in this difficult environment. Share Share. Latest articles. GDPR explained: A guide for global marketing teams.
Retail Marketing. Do flagship stores have a future in retail? Read more about Do flagship stores have a future in retail? Written by Papirfly 7 min read. Share on Facebook. Share on Twitter. Share on Tumblr. Share on Email. Share on Pinterest. Share on LinkedIn. There is no competitive advantage in doing what others have done before. To create a meaningful proposition, senior leadership must first understand each of their stakeholders and decide the priority each audience should be given.
Stakeholders include more than just customers, but employees, investors, partners and suppliers — even the citizens of a country where a brand bases its operations. Prioritization, unfortunately, is where many brands fail from the start. They are in touch with their humanity and evoke emotions that are tied to both conscious or unconscious needs and desires.
This does not mean executives should not care at all about shareholder value — they absolutely should. But those who manage sustainably iconic brands understand that financial performance must be driven, first and foremost, by a greater concern for those who buy their products than those who buy their shares.
Iconic brands must have a higher purpose — a promise to create a better world somehow. Assuming a company gets its vision and mission right, how does it become a story? The answer: People.
Like any traditional story, characters and heroes must interact with their setting in pursuit of a big idea or challenge that drives the plot. The brand perception, after all, is created out of thousands of experiences with products, services and systems created by people.
Great storytelling outside the company starts with inspiring storytelling internally. It should begin with honest, sincere stories people tell within the organization.
Whether the company is known by their surname or not, so many brands have become synonymous with their famous and legendary founders or key leaders who would not compromise when it came to their personal vision driven by human need. Just to name a few leaders who drive significant value to their brands.
Brands must carefully nurture the culture that perpetuates its brand story. Rewards, process, strategy and structure must effectively support culture. They need to know in detail, who the target customers are, what they expect, their needs, desires and, most importantly, how their own role in the organisation contributes to delivering the differentiated customer experiences that are so sought after today.
Organisations should be looking for people who are independently driven do the best thing for customers. Once they are on board, training systems are needed to reinforce and influence behaviours over time. The message itself is the start, but you cannot forget about the messengers. A common mistake older companies make is to rest on their laurels with recognizable products, which typically bring in the most revenue, and focus on chasing something new and shiny, says Yu.
Or they overhaul their signature product, rendering it unrecognizable. The companies that succeed instead focus on infusing newness into their signature product. Nike continued to enhance and innovate its Air Max -- the air pocket was originally in the heel, then the toe, then it covered the entire shoe.
The company changed the material and added "power pockets. Many companies make the mistake of focusing on ad impressions and developing expensive media plans, but a bigger marketing budget doesn't equate to better marketing, says Yu. Instead, they should focus on a product that is adored by a small group of people and understand the elements that elicit this passion.
It means you've tapped into something and have a captive audience. For example, Apple began including a sticker in every computer box. The stickers cost the company next to nothing, but customers applied the stickers to everything -- their musical instruments, their binders, their bedroom walls -- and generated millions more advertising impressions for the company.
Logos are important because the human brain is wired to recognize icons. Certainly for a few years in automotive circles. What about Oldsmobile and Plymouth? Many icons of industry have fallen. However, all iconic brands tend to connect customers with an overreaching philosophy that fosters emotional connection between the customer and the brand. At Target, I get style and price. In short, I hate Windows and everything it represents.
Proudly contrarian, even. Gerry Lopez is an icon in the world of surfing, yet unknown to the general public and to Wall Street. If you want to build an iconic brand — even a small one — start with passion, purpose and focus. Then work your ass off. Of course, BN Branding can help take some of the burden off your shoulders.
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